CASE HISTORY

A SUCCESSFUL DRIVE TO STORE STRATEGY FOR GAUDì THANKS TO RETAILTUNE

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  • DISCOVERY SEARCHES

    +200%

  • VIEWING THE GMB TABS ON GOOGLE MAPS

    +404%

  • Visualizzazioni

    CLICKING ON THE "GET DIRECTIONS" BUTTON ON GMB

    +46%

  • VIEWING PAGES ON THE STORE LOCATOR

    +360%

Since September 2019, the Gaudì brand, an historical reality in Carpi, Italy that can boast a wide range of both single brand and wholesale stores, has chosen to use RetailTune in constructing a Local Digital Marketing strategy. The main goal of such a partnership has been to intercept users during the "hotter" moment of the Local Customer Journey and direct them towards the nearest store, be it single brand or multibrand. The Drive To Store strategic plan designed by RetailTune encompasses several stages having as a goal to reach all the users showing interest towards the brand, encouraging them to get to the nearest point of sale through Drive to Store CTAs, care services and prizes, therefore increasing the traffic towards the stores.

The timeline encompasses the following activities: the complete revision and management of the Google Business Profile tabs, the creation of a store locator optimised as a SEO Local tool, as well as the creation of the local Facebook and Instagram pages.
We can also find the implementation of technology within the product page so that users are geolocated and can be shown the nearest points of sale. As a matter of fact, it is estimated that 60% of users checks the details of any given product online before visiting the stores.

THE RESULTS ACHIEVED BY RETAILTUNE

From the comparison of the Google Business Profile data for the December 2019 – February 2020 VS LY, a +200% increase emerged for discovery searches, i.e. those searches which allow to discover the brand GMB tab whenever users enter a product or category similar to the one belonging to the brand (for example: "women clothing shop Florence"). This signals a correct SEO Local activities. A significant growth was also recorded in the views of the tabs on Google Maps, as they grew up by +404%. Furthermore, the brand experience a +46% of clicks on the "Get Directions" button on the Google Business Profile tabs, which can be connected to an increase in store traffic. The new Store Locator recorded a positive result as well. Within the aforementioned period, there was an increase by +370% of page views and a +151% of direct access (involving all those who enter the store locator directly as they found the link on search engines, on GMB tabs or elsewhere...). At any rate, RetailTune focused on making a difference for Gaudì on the product page, as the latter is the most used touch point by "hot" customers. More than 60% of the page views for Gaudì are duly located. Therefore, in more than 60% of the cases, the information about the nearest store, be it single brand or multibrand, can be shared with the users. Moreover, the customers have also been truthfully informed about the assortment of multibrand stores, as it is visible on the product page only for the categories which are actually present in the store (men, women, accessories).